The eyes of a 6ft-tall 3D animated will.i.am in ancient Egyptian headdress follow visitors around the room in a new show at the Barbican, while three robot instruments – drums, piano, guitar – play a specially written song. "This is Mona Lisa times a trillion," says the real will.i.am proudly.

Entertainer and Beats founding shareholder William Adams, better known as Will.i.am, believes the fusion of technology and culture will drive hardware development, and he says Apple acquired the headphone company because of its success in melding the two.